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I guess it's because there currently isn't much to choose from and stores know they can get the prices asked, much as Xbox 360 games were £50 a time before the Wii and PS3 came out.

It also doesn't help now gamestation and game are the same company and judging from the way prices can plummet a few weeks after the launch of a game, I'd say it's more likely to be the stores that are ripping us off than the developers themselves.